This article was originally published in the Brand Finance Nordic 150 2025 report
The Nordic nations continue to exert a quiet but persuasive influence on the world stage, rooted in their reputations for good governance, social progress, and environmental responsibility. The 2025 Brand Finance Global Soft Power Index reveals the unique strengths of Sweden, Norway, Denmark, Finland, and Iceland each building on solid foundations while facing their own challenges in expanding global influence.
Sweden once again leads the region, ranking 11th globally and making gains across several key pillars. Its performance in People & Values has risen to 4th place, reflecting perceptions of inclusivity and progressive valued. Illustrative of these priorities are initiatives such as Umeå’s gender-aware city design, which seeks to promote safety, accessibility and equality in public spaces.
Sweden also performs strongly in Governance (6th place) and International Relations (10th place), areas aligned with its role as 2024 chair of the Nordic-Baltic Eight, which fostered dialogue on culture, sustainable economies, and governance. In Sustainability, Sweden cements its leadership position, ranking 4th for sustainable cities and transport and 2nd for acting to protect the environment consistent with the country’s international reputation for environmental responsibility.
Norway holds steady at 17th place, maintaining a Soft Power score of 56.8 out of 100. Its 5th-place ranking for a sustainable future is in line with its long-standing commitment to sustainability, reflected in initiatives such as its leadership of the Arctic Council (2023-2025), and the Arktis 2030 programme, which aim to strengthen regional cooperation on climate, development, and
indigenous engagement. Its strong position in People & Values (5th) underscores perceptions of inclusivity, while its diplomatic activity continues to reinforce a well-regarded Governance profile.
Just behind Norway is Denmark, ranked 18th globally. Its climb to 7th place in Sustainability mirrors its reputation for environmental stewardship and climate awareness. Denmark’s strength in Education & Science (now 15th) is further supported by active participation in Arctic research collaborations with global partners, on biodiversity, climate monitoring. Defence and regional cooperation agreements with Norway in 2024–2025 further reflect Denmark’s efforts to deepen ties with its neighbours. Although Denmark’s assumption of the Arctic Council chairmanship in May 2025 occurred after the research period, it underscores the nation’s intent to keep sustainability at the heart of its global engagement.
Finland, in 23rd place, shows promising upward trends despite some enduring challenges. Its 6th place ranking in People & Values and 8th in Governance is supported by perceptions of integrity, safety, and social trust. Finland’s active international outreach in 2024, including high-level visits to NATO allies and strategic partners, reflects its growing role in diplomacy and security.
It’s strong performance in Education & Science and improved profile in Media & Communications are consistent with projects such as NordIQuEst, a cutting-edge Nordic-Estonian initiative to develop advanced quantum computing infrastructure, which
showcases the country’s commitment to innovation and collaborative research.
Iceland, while remaining within the top 40 nations, has slipped to 35th globally in 2025, signalling a need to strengthen its broader international visibility. Nonetheless, cultural strengths are an asset. The country has gained recognition for being influential in
arts and entertainment, and made notable progress in perceptions of its gastronomy, climbing 26 places under the “food the world loves” metric.
These developments reflect Iceland’s growing resonance with global audiences in areas of cultural expression, even as it seeks to bolster its governance and diplomatic profile to extend its influence further.
Taken together, the Nordic countries present a model of soft power built on trust, social progress, and environmental leadership. Sweden leads with the most significant advances, Norway and Denmark sustain strong and dependable profiles, Finland is
steadily building influence through innovation, and diplomacy, and Iceland contributes cultural richness through creativity and cuisine.
The collective challenge for the region lies in ensuring that these respected reputations into greater global visibility, making the Nordic voice not only trusted but also heard more widely in an increasingly crowded international arena.